Lyrics of Innocence

Agency: X3M Ideas


Children and the Nirvana Water brand share something in common; purity. However, exposure to explicit and vulgar lyrics in popular songs can taint the nature of children and lead to aggression, risky sexual behavior, and other anti-social behaviors. To address this, Nirvana Water created an awareness campaign to serve as a clarion call to all adult members of society to help preserve the innocence of children by stopping their exposure to these vulgar lyrics before it is too late.

As a social experiment launched on Children’s Day, this film featured seven kids who were asked to interpret lyrics from popular songs. Their inability to capture the negative undertones and vulgar meanings of these lyrics underscored their innocence/purity and the need for society to stop the exposure before they know.

This professional campaign titled 'Lyrics of Innocence' was published in Nigeria in May, 2023. It was created for the brand: Nirvana, by ad agency: X3M Ideas. This Digital, Experiential, and Film media campaign is related to the Other and Public Interest industries and contains 5 media assets. It was submitted about 1 year ago by Art Director: Sheu Sodiq of X3m ideas.


Advertising Agency: X3M Ideas, Lagos, Nigeria

Production Agency: Zero Degrees, Lagos, Nigeria

Chief Creative Officer: Steve Babaeko

Executive Creative Director: Mike Miller

Creative Director: Anthony Wolve

Deputy Creative Directors: Oladunni Williams, Kelechi Uduma

Head of Art: Samuel Oluwagbemi

Team Leads: Misturah Owolabi, Sam Olorundare, Aidovhioghie Anani, Sodiq Sheu

Art Directors: Oluwatosin Olanrewaju, Royan Hamzat, Francis Ojoade, Victor Ubia, Promise Eventus, Yolanda Ezugwu, Paul Akpede

Copywriters: Damilola Ogunlola, Nancy Ogbu, Oluwatoyin Akintujoye

Brand Managers: Oluwadamilola Agbajor, Blessing Adata Jaja


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